Snippets From A Fast-Changing World

An independent observer looks at things differently to someone who is right in the middle.

Inside the NYT Lincoln Deal: It’s About Dollars, Traffic and Conversion

Apr 7, 2011

So, it looks like an intriguing deal.

Ford Motors’ Lincoln is subsidizing 100,000 new NYT digital subscriptions. Well, it is an intriguing deal, but it’s more nuanced than it seems, and in that nuance, we see some of the next models for how the digital circulation business and the digital ad business will newly intertwine, and open up new revenue streams and new marketing opportunities.

It’s just one deal, but it points to the fact that the new business model in creation will be based more on digital advertising than digital circulation. Making that new interplay work is as important as setting prices and deciding how to restrict content accces for anyone putting up a pay wall, pay fence or pay obstacle of any kind...more